Have You Got ScotSpirit

VisitScotland is bringing the spirit of Scotland to life in its first ever global campaign and social movement. The worldwide launch took place on Feb. 10, with the campaign aiming to raise the spirit and profile of Scotland to the highest it has ever been in history by igniting the power of a nation behind tourism.

The campaign will evoke emotion in all those who encounter it worldwide through TV, radio, print, digital advertising and social media. The campaign is built on extensive research gathered by VisitScotland that shows that people think Scotland has a unique spirit – whether it’s the magic of the landscapes or the warmth of the people.

An inspirational and interactive new website – – has also been launched to enable visitors to engage with Scotland in a whole new way, with cinematic imagery and information filtered by region and location.

A key focus of this campaign will be the #ScotSpirit movement. People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part the special movement.

VisitScotland is also working with the UK charity Family Holiday Association and the tourism industry to create opportunities for struggling families in Scotland, many of whom will never have had a family holiday, to see more of their country. Everyone who gets involved and shares their #ScotSpirit will be part of this very special social movement, raising the profile of social tourism worldwide.

Malcolm Roughead, chief executive of VisitScotland, observed: “After nearly a year in the making, we are delighted to launch the Spirit of Scotland campaign. The new advertising visuals are breath-taking and I’m sure they will inspire many to make the journey to Scotland, but this is about so much more than stunning imagery. It’s about harnessing a nation behind tourism.”

Roughead noted that: “We want everyone who cares for Scotland to get behind this campaign by using #ScotSpirit and in doing so become ambassadors for the country and create this very special movement.”

VisitScotland’s boss continued: “Scotland is a unique place inhabited by a unique people – a combination that creates an inimitable spirit. The emotional pull of this spirit can’t be duplicated by other destinations. You have to come to Scotland to experience it. But once you’ve felt it, our spirit will stay with you forever.”

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